Pernod Ricard Participates in the Initiative Safe Roads 4 Youth

18 Apr 2014 --- Safe Roads 4 Youth is the first research-action project that simultaneously tests and evaluates the effectiveness of drink-driving prevention actions amongst youth in emerging countries.

Pernod Ricard engaged in this innovative initiative called “Safe Roads 4 Youth” following the Responsib’All Day 2011 and the involvement of the 19.000 employees. The project, which studies the risks of drinking and driving, also focuses on the impact prevention actions have on specific communities. It is carried out in three emerging countries: Argentina, Vietnam and South Africa, where the number of drinking youngsters’ road accidents is increasing.

Every action within this program is coordinated by leading NGOs in each country.

In all the three countries, actions were taken among youngsters in partnership with local universities in charge of evaluation. More than 11,000 people were interviewed to create a detailed and comprehensive database. This allowed a better understanding of the local cultural context in order to progress during the two years of the program and estimate the advances made regarding behavioral changes and risk comprehension.

These data allowed for the creation of an accurate cartography of the most effective actions in terms of prevention, as well as for the definition of the big lines and projects to be implemented for a sustainable policy in this field. Priority actions include highlighting the role of promotion local groups, the influence of families, and the necessary implication of youngsters themselves in the program’s development.